logging in or signing up topdrawer2007 Tito1 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 52 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: April 08, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide1: Successful Internet Retailing January 2007How do we sell more?: How do we sell more? Winning more customers Improving conversion ratios Increasing order valuesWhat Screen Pages does: What Screen Pages does Fully managed, agency-style e-commerce and related services to online retailers. We help you build your online sales.Our clients: Our clientsScreen Pages Credentials: Screen Pages Credentials 100 shopping websites since 2000 35 professional staff 70 active clients First class operations: 99.99% available 600 updates per annum £5m sales per month Part of the Pindar GroupGetting Visitors: Getting Visitors Returning customers Catalogue/brochure requests Search engine optimisation (SEO) Affiliate marketing Pay-per-click advertisingHow do you come top of Google?: Indexability making sure all your pages/ categories/products are visible to search engine robots Relevance making sure your keyword content is planned and placed (in the right places) Link popularity making sure your site is well connected (with inbound, external and relevant links) How do you come top of Google?your web page, well indexed…: page titles URLs links image names body copy your web page, well indexed…… in Google, elegantly: … in Google, elegantly Otherwise – no click through!Research and plan your keywords : Research and plan your keywords Home: Chatham Marine: casual, marine clothing & shoes for men & women Category: Women's Clothing: casual, marine clothing & shoes Sub-category: Linen Wear: casual, marine clothing & shoes Product: Biarritz Shorts: casual, marine clothing & shoesUltimately, it’s about links: Ultimately, it’s about links Relevant links to your site From directories From trade partners & suppliers From news pages (Search PR) From other websites From the Internet communityWhere people click: Where people clickPay-per-click advertising: Pay-per-click advertising 1:8 0.20p per visitor Predictable, results-based, accountable, transparent Build out the inventory Misspellings Brand + product Brand only Generic Generic + action verb Similarities Where do your visitors come from?: Where do your visitors come from? 50% from URL entry 30% from brand searches 20% from “generic” searches No online marketing 30% from PPC 20% from URL entry 20% from brand searches 20% from “generic” searches 10% from affiliates With online marketingImprove conversion ratios: Improve conversion ratios You’ve probably got enough visitors already. They just don’t convert well.Site navigation: Site navigation C-navigation LH product navigation Consistent navigation + actions Appropriate and usable navigationBuying a toaster: Buying a toaster Eleven Top Sites – Eleven Different Routes to Toasters: Home > Household Appliances > Toasters Home > Household Appliances > Toasters & Grills > Toasters Home > Electrical > Small Kitchen Appliances > Toasters Home > Household Appliances > Small Appliances > Toasters Home > Home & Garden > Kitchen & Home > Kitchen Appliances > Toasters Home > Kitchen & Home > Small Appliances > Toasters Home > Small Appliances > Small Kitchen Appliances > Toasters Home > Electronics > Toasters Home > Home & Garden > Kitchen > Small Kitchen Appliances > Toasters Home > Electrical > Kitchen Appliances > Toasters Home > Home Appliances > Small Home Appliances > ToastersMultiple navigation paths: Multiple navigation pathsSite layout: Site layout Consistent calls to action Email sign-up Request a catalogue Help Offer/promotion code Telephone number Product range (by product & use/application) Hygiene factors/support Examples: Examples www.healthydirect.co.uk www.corgi.co.uk Home page: Home page Only 50% of all visits start here Treat as a shop window: Brand Products Promotions Search is used by people who can’t find what they want How long have you got to make an impression?: How long have you got to make an impression?Category pages: Category pages Must act as “landing” pages Most communicate brand, products & promotions Featured products Links to other (popular) categories Product page: Product page Images (several & large) Copy (technical and marketing) Options/variants Testimonials Cross-sells (instead of this item) Up-sells (better than or together with this item) Sizing information Delivery charges Is it obvious how to buy? (add to basket & proceed to checkout Does it act as a landing page? Examples: Examples www.tog24.com www.thepodcompany.co.uk www.smythson.com www.tabitha.uk.com www.crewclothing.co.uk make it easy to pick size & colour: make it easy to pick size & colourSell, sell, sell : Sell, sell, sell Science of persuasion Sales and promotions Product bundling Discounts Cross-sells and up-sells Predictive recommendations Examples: www.savilerowco.com www.oliverbonas.com www.whitestuff.co.uk www.goodmusic.co.uk www.corgi.co.uk Common mistakes @ checkout: Common mistakes @ checkout No delivery information Action button issues Poor instructions Weak step-by-step flow Too busy (or too protracted) Account storage (or not!) Unclear confirmation/summary No follow-up email Try chasing abandoned emails!Hygiene factors: Hygiene factors Shipping information Terms and conditions “No quibble” returns Security and data Frequently asked questions Customer serviceHow are you doing?: How are you doing? Where do your visitors come from? How many? What sort of conversion ratio do you enjoy? What’s the drop off? Where do visitors give up? Which pages convert well? What kinds of visitors buy most? Conclusion: Conclusion Check out our 3rd Annual Ecommerce Forum Help yourself to a business card! Any questions? roger@screenpages.com www.screenpages.com 01932 333592 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
topdrawer2007 Tito1 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 52 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: April 08, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide1: Successful Internet Retailing January 2007How do we sell more?: How do we sell more? Winning more customers Improving conversion ratios Increasing order valuesWhat Screen Pages does: What Screen Pages does Fully managed, agency-style e-commerce and related services to online retailers. We help you build your online sales.Our clients: Our clientsScreen Pages Credentials: Screen Pages Credentials 100 shopping websites since 2000 35 professional staff 70 active clients First class operations: 99.99% available 600 updates per annum £5m sales per month Part of the Pindar GroupGetting Visitors: Getting Visitors Returning customers Catalogue/brochure requests Search engine optimisation (SEO) Affiliate marketing Pay-per-click advertisingHow do you come top of Google?: Indexability making sure all your pages/ categories/products are visible to search engine robots Relevance making sure your keyword content is planned and placed (in the right places) Link popularity making sure your site is well connected (with inbound, external and relevant links) How do you come top of Google?your web page, well indexed…: page titles URLs links image names body copy your web page, well indexed…… in Google, elegantly: … in Google, elegantly Otherwise – no click through!Research and plan your keywords : Research and plan your keywords Home: Chatham Marine: casual, marine clothing & shoes for men & women Category: Women's Clothing: casual, marine clothing & shoes Sub-category: Linen Wear: casual, marine clothing & shoes Product: Biarritz Shorts: casual, marine clothing & shoesUltimately, it’s about links: Ultimately, it’s about links Relevant links to your site From directories From trade partners & suppliers From news pages (Search PR) From other websites From the Internet communityWhere people click: Where people clickPay-per-click advertising: Pay-per-click advertising 1:8 0.20p per visitor Predictable, results-based, accountable, transparent Build out the inventory Misspellings Brand + product Brand only Generic Generic + action verb Similarities Where do your visitors come from?: Where do your visitors come from? 50% from URL entry 30% from brand searches 20% from “generic” searches No online marketing 30% from PPC 20% from URL entry 20% from brand searches 20% from “generic” searches 10% from affiliates With online marketingImprove conversion ratios: Improve conversion ratios You’ve probably got enough visitors already. They just don’t convert well.Site navigation: Site navigation C-navigation LH product navigation Consistent navigation + actions Appropriate and usable navigationBuying a toaster: Buying a toaster Eleven Top Sites – Eleven Different Routes to Toasters: Home > Household Appliances > Toasters Home > Household Appliances > Toasters & Grills > Toasters Home > Electrical > Small Kitchen Appliances > Toasters Home > Household Appliances > Small Appliances > Toasters Home > Home & Garden > Kitchen & Home > Kitchen Appliances > Toasters Home > Kitchen & Home > Small Appliances > Toasters Home > Small Appliances > Small Kitchen Appliances > Toasters Home > Electronics > Toasters Home > Home & Garden > Kitchen > Small Kitchen Appliances > Toasters Home > Electrical > Kitchen Appliances > Toasters Home > Home Appliances > Small Home Appliances > ToastersMultiple navigation paths: Multiple navigation pathsSite layout: Site layout Consistent calls to action Email sign-up Request a catalogue Help Offer/promotion code Telephone number Product range (by product & use/application) Hygiene factors/support Examples: Examples www.healthydirect.co.uk www.corgi.co.uk Home page: Home page Only 50% of all visits start here Treat as a shop window: Brand Products Promotions Search is used by people who can’t find what they want How long have you got to make an impression?: How long have you got to make an impression?Category pages: Category pages Must act as “landing” pages Most communicate brand, products & promotions Featured products Links to other (popular) categories Product page: Product page Images (several & large) Copy (technical and marketing) Options/variants Testimonials Cross-sells (instead of this item) Up-sells (better than or together with this item) Sizing information Delivery charges Is it obvious how to buy? (add to basket & proceed to checkout Does it act as a landing page? Examples: Examples www.tog24.com www.thepodcompany.co.uk www.smythson.com www.tabitha.uk.com www.crewclothing.co.uk make it easy to pick size & colour: make it easy to pick size & colourSell, sell, sell : Sell, sell, sell Science of persuasion Sales and promotions Product bundling Discounts Cross-sells and up-sells Predictive recommendations Examples: www.savilerowco.com www.oliverbonas.com www.whitestuff.co.uk www.goodmusic.co.uk www.corgi.co.uk Common mistakes @ checkout: Common mistakes @ checkout No delivery information Action button issues Poor instructions Weak step-by-step flow Too busy (or too protracted) Account storage (or not!) Unclear confirmation/summary No follow-up email Try chasing abandoned emails!Hygiene factors: Hygiene factors Shipping information Terms and conditions “No quibble” returns Security and data Frequently asked questions Customer serviceHow are you doing?: How are you doing? Where do your visitors come from? How many? What sort of conversion ratio do you enjoy? What’s the drop off? Where do visitors give up? Which pages convert well? What kinds of visitors buy most? Conclusion: Conclusion Check out our 3rd Annual Ecommerce Forum Help yourself to a business card! Any questions? roger@screenpages.com www.screenpages.com 01932 333592